Anya Hindmarch Abandons London Fashion Week Show
Anya Hindmarch has abandoned the traditional fashion week show format in favour of smaller, in-store consumer events.
The British accessories brand was known for its large-scale catwalk spectaculars which took place during London Fashion Week. Show sets have focused around an array of themes, from a Fifties-style suburban home to an impressive ski slope to dancers being suspended above the catwalk holding handbags.
Hindmarch told WWD that the traditional show calendar can be "old-fashioned in some respects", adding that she wants to do "what's right for the consumer". That the designer has eschewed her famously large-scale catwalk theatrics in favour of smaller, consumer-facing events is a big move and indicative of the industry's on-going questioning of the relevancy of traditional, bi-seasonal fashion shows.
The label's decision to quit the catwalk follows the success of Hindmarch's recent direct-to-consumer launches such as the Build-A-Bag concept and the Anya Smells candles. This latest format gives the brand the chance "to really engage with the brand's creativity on and offline when the product is available in store".
The new strategy will debut during London Fashion Week September 2018 as part of the see-now-buy-now format. The collections will still be shown to press and buyers on an appointment-only basis.
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